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Viral Challenges & Ideation - looking at successful viral video campaigns and discerning the secret of their success
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ViralExamples
Thinking Outside The BoxThe Secret Sauce of Virality
Presentation OutlineViral Ideas for my Clients
• Background – prior efforts• Context – budgets and resources• Purpose – awareness & engagement• Goals – buzz, followers, actions• Strategies – social referrals exponentially• Resources• Tactics• Metrics
Viral Successes2013 Businesses
Evian – Over 63M views – “Live young”:Clever, babies, cute, happy, tag relevant
Viral SuccessesSchmaltz = Feel Good
Dove has had great success innovating w/ social media viral campaigns dating back to Dove Evolution in 2005:
56M+
Viral SuccessesBig Brand Example – Pepsi MAX
• March 2013: Fake “Test Drive”
• 44M views• Humor w/ brand
present; not overt
Viral Successes#DancePonyDance
Over 7.3M views (mainly in the UK)
Three UK discusses why this moon walking pony has been such a viral success
Viral SuccessesLittle Brand Example – Blendtec
• Will it Blend? - Tom Dickson, founder, simply attempts to blend unusual items to show off power of blender
• Appeals to an inner desire of us all• Leverages brand
equity of others• Compels
comments• Updates
– iPhone 5s, 5c• Branding
ever-present• WIB as of 3/21/13:
294.1M views
Viral SuccessesVariables & Commonalities
• Catvertising – cats (overthe top fan demographic)
• Short and edited well• Humor• Compelling to share• Simple to execute
– Leave the more complicated Jeff Gordon hidden camera set-ups to the big brands
My Clients and Social MediaYokohama Tires
Upcoming social promotion• Prizes
– A few or many? – time value perception– Prize related or buzzworthy promo products?
• Social engagement component• Metrics judgment
My Clients and Social MediaReading Eggs
Online reading program for ages 3-7Viral efforts have not borne large followingsIdeas?
My Clients and Social MediaIdeas for Baja Fresh
Poor buzz ratio across category: I&O 0.09%, Rubio’s 0.96%, BF 0.63%, CH 1.07%. Compare: Disney 1.53%, MBZ 1.32%, YOK 2.5%
My Clients and Social MediaIdeas for Santa Monica C&VB
• 2.11% Buzz
• Compelling brand
• Vested audience
• Visuals galore
Non-Profits and Social MediaBialecki Kidney Cancer Foundation
fightkidneycancer.org (new)• Donor fatigue in St. Louis• BKCF supports research in
Kidney Cancer. All proceeds goto the national Kidney Cancer Foundation in Evanston, IL
• Family foundation – est. 12 yrs• Traditional fundraising: Musical
events by members of St. LouisSymphony
• Ideas?
